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Beyond traditional consumer research - current adoption and next steps for neuromarketing

Puprediwar Pratik B., Tapas Poornima

Management

2024

Vol. 28, no. 2

70--105

Purpose. Neuroscience used for conducting market research is called Neuromarketing. Though the effectiveness of Neuromarketing over traditional research has been proven, its adoption is very limited. The automotive sector is one of the biggest industries worldwide and due to lack of detailed research on the adoption of Neuromarketing in the Automotive space, authors have tried to bridge this gap. They have identified the current adoption of Neuromarketing and have suggested solutions to overcome barriers. This research will help Automotive brands, market research companies and Neuro experts to come up with relevant solutions to increase the usage of Neuromarketing. Design. The authors first reviewed any available literature related to the Automotive landscape. Then, in-depth discussions with Automotive players were conducted in order to clarify the Neuromarketing adoption in the current scenario Finally, Neuro experts, viz. neuroscientists and research companies, were consulted for possible future solutions. Findings. Literature reviews and discussions with Automotive companies revealed that Neuromarketing adoption is limited as compared to traditional market research methods...